Why So Many Entrepreneurs Fail So Badly When It Comes To Marketing

There is one huge reason behind all fails and businesses that went wrong direction.

Let's get clear on this.

The goal is not to do business with everybody who needs what you have.

The goal is to do business with people who believe what you believe.

Here's the best part.

None of what I'm telling you is only my opinion.

It's all grounded in the biology of our brains.

Not psychology, biology.

When you look at the human brain, you can see that it is actually broken into three major components. Our newest brain, our homo sapiens brain, our cortex corresponds with the what level. Cortex is responsible for our language and rational, analytical thinking.

The middle two sections make up our limbic brain. Our limbic brain is responsible for our emotions and feelings, like trust and loyalty. It is also responsible for all human behavior, decision making process - but, it has no capacity for language.

What does it mean?

When we communicate with people, clients, only on the level of language, yes, people can understand vast amounts of information like features and benefits and facts and figures. But it doesn't drive behavior. There is no action, no interest, no sales. When we're bombarding people with information, we use language in a way that stimulates only the cortex part of our brain. And this part of brain is not responsible for action.

When we communicate from the level of emotional connection, from the inside out, from the level of why, we're talking directly to the part of the brain that controls the decision-making, behavior, and  then we allow people to rationalize it. This is where gut decisions come from.

Every decision that you make, every behavior coming from your client, it's all happening in the limbic brain, the part of the brain that controls decision-making, not language.

This is why it is so important for you to know why you do what you do. What are your motives? What do you believe?

Because if you don't know why you do what you do, then you won't be able to explain it to your customers. They will not buy from you, they won't be loyal and they won't be a part of what you do. Because you don't even know why you do it.

Again, the goal is not just to sell to people who need what you have, the goal is to sell to people who believe what you believe.

And the reason why so many people fail in their endevours is that they don't communicate why they do what they do. They don't create the emotional connection with their clients. They aim only at their cortex part of the brain, the part which is not responsible for taking action and buying products or services.

And if you want to be successful, you have to change this part of your marketing strategy. You can do it by creating an inspiring, fascinating brand story that tells why you do what you do.

This way, you go straight to your client's limbic brain, you address their decision-making processes. This is the key.


In my next blog post I'll explain why under-capitalized, wrong people, bad market conditions type of thinking is a straight way to bankruptcy.